A new generation of informed and affluent parents is rewriting the rule book in the maternity and baby market. Greater brand awareness, heightened safety consciousness and a willingness to adopt new purchases routes are all transforming methods the companies need to adopt in this hugely-competitive Rmb500 billion (US$81.5 billion) consumer sector.
EDO started off as an agent for food brands and eventually developed its own brand. After laying a good foundation in Hong Kong, it gradually extended its business to the mainland. Ellis Wong, CEO of EDO Trading Co, shares his company's experiences in developing the mainland market and building up its marketing network.